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Blogs, networking sites, and other examples of the social web provide businesses with a largely untapped marketing channel for products and services. But how do you take advantage of them? With The New Community Rules, you'll understand how social web technologies work, and learn the most practical and effective ways to reach people who frequent these sites.
Written by an expert in social media and viral marketing, this book cuts through the hype and jargon to give you intelligent advice and strategies for positioning your business on the social web, with case studies that show how other companies have used this approach.
The New Community Rules will help you:
Explore blogging and microblogging, and find out how to use applications such as Twitter to create brand awareness
Learn the art of conversation marketing, and how social media thrives on honesty and transparency
Manage and enhance your online reputation through the social web
Tap into the increasingly influential video and podcasting market
Discover which tactics work -- and which don't -- by learning about what other marketers have tried
Many consumers today use the Web as a voice. The New Community Rules demonstrates how you can join the conversation, contribute to the community, and bring people to your product or service.
Inhaltsverzeichnis
From the contents:
Chapter 1 An Introduction to Social Media Marketing
Where We Are Now
What Is Social Media Marketing?
What Makes Social Media Marketing Different? A Brief Introduction to Social Media Portals
The Web As a Means of Giving Consumers a Voice
It s Time to Join the Conversation
Content Is Not King (Not by Itself, at Least)
Are You Ready for Social Media Marketing?
So What s Next?
Summary
Chapter 2 Goal Setting in a Social Environment
The Hurdle: Overcoming Fear About an Uncontrolled Message
Asking the Right Questions: Setting Goals for Your Campaign
Making Your Goals SMART
Researching Your Social Media Community
Formulating Your Strategy
When Should I Pursue Social Media Marketing?
Summary
Chapter 3 Achieving Social Media Mastery: Networking and Implementing
Strategy
When Is It Appropriate Not to Respond at All?
How Do You Monitor the Conversation?
You re Listening What Now?
Planning Your Social Media Strategy
Networking Within a Social Medium
Understanding and Listening to Your Audience
The Importance of Giving
Community Managers
Power Accounts
Summary
Chapter 4 Participation Is Marketing: Getting into
the Game
The Cluetrain Manifesto: Markets Are Conversations
The Participation Is Marketing Phenomenon
Graco Baby Case Study: Participation Is Marketing Translates to
Brand Awareness and Exposure
Tyson Foods Case Study: We Have a Blog and We ll Use It for
Good
The Home Depot Case Study: Tapping into the Mindshare of Valued
Customers
Caminito Argentinean Steakhouse Case Study: The Steakhouse That
Engages Online Everywhere
Reputation Management
Network Solutions Case Study: Reputation Management by
Listening
Reputation Management Monitoring: 12 Reputations You Should Monitor
Online
Considering a Reputation Management Strategy
Summary
Chapter 5 Using Blogs to Communicate, Influence, and Learn from Your
Constituents
A Short History of Blogging
The History of Blogs, 1998 2009: Who Is Writing and Who Is
Reading?
Blogs As Online Influencers
How Blogs Are Consumed
A Beginner s Guide to Blog Platforms
Writing for Blog Audiences
How Blogs Are Discovered
What to Do If Your Corporate Policy Disallows Blogging
Summary
Chapter 6 Microblogging Magic: How Twitter Can Transform Your Business
A History of Twitter
Twitter for Business Is Born
Using Twitter How to Achieve Business Goals Through Twitter
Other Business Uses of Twitter
Tools of the Twitter Trade
Summary
Chapter 7 Getting Social: Facebook, MySpace, LinkedIn, and Other Social
Networks
Introduction to Social Networking Sites
Facebook: The Digital You
...
Über den Autor / die Autorin
Tamar Weinberg is a writer and internet marketing consultant specializing in blogger outreach, viral marketing, and social media. She maintains a personal blog about all things social media at www.techipedia.com. She is based in New York City.
Zusammenfassung
Blogs, networking sites, and other examples of the social web provide businesses with a largely untapped marketing channel for products and services. But how do you take advantage of them? This book helps you understand how social web technologies work, and learn practical and effective ways to reach people who frequent these sites.
